In a bid to boost its marketing potential on the mobile platform, Twitter announced its acquisition of MoPub. MoPub is a startup that helps mobile publishers manage their ad inventory and is also said to be the “world’s largest mobile ad server.”
According to Kevin Weil, Twitter’s VP of Revenue Product, this acquisition will help the company capitalize on the trends of mobile and programmatic advertising. Twitter will also introduce real-time bidding into its ads platform to help advertisers keep track of current trends.
MoPub CEO Jim Payne added, “Twitter will invest in our core business and we will continue to build the tools and technology you need to better run your mobile advertising business.” As a part of the deal, Payne will join Twitter as the company’s Vice President of Exchange.
Though details of the deal weren’t made public, according to TechCrunch, the micro-blogging site has reportedly paid somewhere around $350 million.